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Merge tags are dynamic placeholders that get replaced with real data when your messages are sent. Instead of writing “Hey there,” you write “Hey {fan_first_name}” — and every fan receives a message with their actual name. It is personalization at scale, and it works across every channel: email, SMS, and Instagram DMs.

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How Merge Tags Work

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The Format

Every merge tag follows the same pattern: {tag_name} Write the tag in your message body, subject line, or button URL, and Fanaura replaces it with the actual data at send time. What you write: 
Hey {fan_first_name}! {latest_title} by {artist_name} is out now.
Listen here: {ai_dsp_link}
What the fan receives: 
Hey Sarah! Midnight Drive by Luna Ray is out now.
Listen here: https://fanaura.link/midnight-drive

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Fallback Behavior

If a merge tag references data that does not exist for a particular fan, it resolves to an empty string. The tag simply disappears from the message.
If a merge tag has no data for a fan, it resolves to an empty string. Structure your messages so they read naturally even without the tag data to avoid awkward gaps like “Hey , welcome!”
Better approach — place merge tags in the middle or end of sentences: 
Welcome! We are so glad you are here, {fan_first_name}.
Even better approach — avoid merge tags in critical greetings: 
Hey! Thanks for being here. You are going to love what's coming next.
Use merge tags in the middle or end of sentences rather than at the beginning, so empty fallbacks are less noticeable.

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The Merge Tag Picker

You do not need to memorize tag names. Every message composer in Fanaura includes a Merge Tag Picker — click the { } icon to open it. The picker provides:
  • Category browsing: Tags organized by type (Fan, Artist, Music, Tour, Merch, Custom)
  • Search: Type to find a tag by name or description
  • One-click insert: Click any tag to insert it at your cursor position
  • Preview: See a description of what each tag resolves to

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Complete Merge Tag Reference

Personal data from the fan’s profile.
TagDescriptionExample Output
{fan_first_name}Fan’s first nameSarah
{fan_last_name}Fan’s last nameJohnson
{fan_email}Fan’s email addresssarah@example.com
{fan_phone}Fan’s phone number (E.164 format)+16157296291
{fan_city}Fan’s cityNashville
{fan_state}Fan’s state or regionTennessee
{fan_country}Fan’s countryUnited States
{fan_vip_status}Fan’s VIP tierGold
{fan_engagement_score}Fan’s engagement score (0-100)87

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Using Merge Tags by Channel

Merge tags in subject lines dramatically increase open rates:
{fan_first_name}, your presave is confirmed
New from {artist_name}: {latest_title}
See you at {next_event_venue}, {fan_first_name}!
Personalized subject lines with {fan_first_name} boost open rates by 20-30%.

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Merge Tag Patterns

Subject: {fan_first_name}, presave {latest_title} before anyone else

Hey {fan_first_name},

I'm dropping a new track called {latest_title} and I'd love for you to be
one of the first to hear it.

Presave it here and it'll automatically land in your library on release day:
{latest_presave_link}

Thanks for always supporting,
{artist_name}

Subject: {artist_name} is coming to {fan_city}!

{fan_first_name}, I'm bringing the tour to {next_event_city} on {next_event_date}
at {next_event_venue}.

Get your tickets here: {ticket_link}

Use presale code {presale_code} for early access.

See you there!

Subject: New drop: {merch_item_name}

{fan_first_name},

The {merch_item_name} just went live. Only available while supplies last.

Shop now: {merch_item_link}
Price: {merch_item_price}

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Tips and Best Practices

Send a test message to yourself to see how merge tags render with real data.
Write messages that still make sense if a merge tag resolves to nothing.
Do not try to remember tag names — browse and search instead.
{fan_first_name} in email subjects boosts open rates by 20-30%.
Every character counts. One or two tags per SMS is plenty.
Use conditions to check if data exists before sending a merge-tag-heavy message.

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What Happens Next

With merge tags personalization mastered, learn how to configure flow-level settings. Head to Flow Settings.